Charter Brands takes on 80 Proof
Export partner Charter Brands has welcomed Australian spirits brand 80 Proof and its WP Shots to its portfolio in Europe.
Charter Brands will introduce WP Shots to new markets in Europe for the first time through distribution partnerships.
WP Shots, inspired by Australia’s nightlife, sold more than seven million shots and 150,000 cases in its first year after launch.
Dylan Baker, national sales manager at 80 Proof, said: “80 Proof is excited to announce a strategic partnership with Charter Brands, appointing them as our export partner across Europe. After an incredible growth journey in Australia, we knew that to take 80 Proof global, we needed a partner with the reach, relationships, and track record to match our ambitions.
“Charter Brands’ impressive network – spanning more than 60 countries and over 100 distributor partnerships – made them the clear choice. What truly sealed the deal was seeing the incredible work they’ve done with their own and partner brands, including the global growth of El Tequileño and Dublin’s Own. Their expertise in building brands with integrity and authenticity gave us full confidence that WP Shots would be in the best hands.”
The shots are crafted from a neutral spirit and blended with cranberry, peach, lime, and a hint of caramel, delivering a sweet flavour experience that is aimed at Gen Z and Millennials.
The range features options at 10% ABV, including both sour and non-sour varieties, with flavours inspired by nostalgic candy.
Matt Ashton-Melia, managing director of Charter Brands, commented: “We are delighted to welcome 80 Proof into our portfolio here at Charter Brands. Having met the team at ProWein earlier this year, it was clear we were a great fit, and the interest they generated from passers-by was incredible.
“What the brand has achieved in its home market, Australia, is truly impressive. We’re seeing tremendous growth with RTDs internationally and foresee this extending into the liquor and shot category, where innovation is long overdue.”
Ashton-Melia continued: “80 Proof comes into the Charter Brands portfolio offering something truly unique, and with the aim of partnering with distributors internationally who work closely with high-energy venues, targeting the 18-25 demographic of consumers who want something fun, playful that tastes great.”
To launch the partnership, 80 Proof’s WP Shots will join Charter Brands at Bar Convent Berlin (BCB) from 6-8 October at stand 20D48. Additionally, 80 Proof will be activating at stand 11.1B19.
Other companies that have started working with Charter Brands this year include US-based Virginia Distillery and Redwood Empire.
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